Art Films, Mostly

In a market where, according to data from the National Center of Cinematography, only 11 out of 108 cinemas in Romania are art-house cinemas, Apollo111 Cinema sets out to establish itself as a clear point of reference for author-driven cinema in Bucharest.
The campaign marks the launch and positioning of Apollo111 Cinema within the art-house circuit, addressing audiences who actively seek festival films, independent productions, classics, and films that prioritize artistic, cultural, and innovative value over mass-market commercial success.
The creative concept is built around a cultural contrast between mainstream cinema and art-house cinema. Through visual reinterpretations and copy lines that play with well-known pop culture titles, the campaign clearly differentiates Apollo111 Cinema from multiplex offerings—without dismissing or mocking them. Instead, it uses subtle humor, cultural references, and self-awareness as a shared language with a cinephile audience.
The tagline “Art films, mostly” functions as a statement of identity: honest, relaxed, and deliberately unpretentious. Apollo111 Cinema does not promise rigid exclusivity, but a carefully curated selection where cinema is treated as an experience, a conversation, and a form of artistic expression.